In a survey of casual gamers conducted by Macrovision, 83 percent of respondents indicated they would be willing to watch a 30-second ad in order to play the game for free.
53 percent of the responders said that they would purchase the game if given a free trial first, and of that number, 54 percent indicated that a 60-minute trial was enough time to decide whether or not to purchase the game. 34 percent of the gamers questioned said they relied on promotional emails for new game info, while the number of gamers who hit gaming sites for their information reached 45 percent.
Conducted between June 26 and July 11, the survey drew nearly 400 responses, 69 percent of whom were female, and 29 percent were aged 50-60. According to the company, the survey numbers indicate “an acceptance of alternative business models.” The survey was hosted on Macrovision’s Trymedia Network.
“This year’s survey highlights that advertising is now an increasing revenue option and trials are a must in marketing to casual gamers,” said Macrovision Executive Vice-President Michael Buccheim. “Gamers are now turning to advertising and promotional materials to help them make their decisions on which games to play and purchase. The fact revealed in this year’s survey will help the industry to better understand and influence casual gaming purchasing habits.”